HTC Advantage: A new level of commitment for Android customers

New HTC America initiative promises free screen replacement, software updates for two years, free storage for HTC One series phones in the U.S.

Amid decreasing sales and continued financial worries, HTC America this morning announced HTC Advantage, a program that swaps out broken screens, and commits to keeping the software on its current line of HTC One smartphones (including the HTC One Mini and One Max) up to date.

The promises are twofold, and simple:

If you crack your display in the first six months you own the phone, HTC will fix it for free.

HTC will provide timely updates for two years from the date the phone launches, both for major revisions of Android as well as improvements to its own Sense software.

In addition, HTC is giving either 25 or 50 gigabytes of free storage with Google Drive for two years.

Piqued your interest yet? Read on for more details.

Again, HTC Advantage applies to U.S. customers, and only to the HTC One line — which comprises the eponymous phone, as well as the One Mini and One Max. HTC couldn't comment on future products — but you've got to imagine any new flagship devices released this year would be covered. You'll ship your phone to Houston, where it will be repaired and returned to you.

For the screen replacement, you'll have the option of free shipping, with a total turnaround time of eight to 10 days. Or if you simply can't go without a phone, $29 will get you overnight shipping. If the cracked screen is hiding more extensive damage, you'll get a refurbished replacement phone — if your original phone is still under warranty.

On the software side, HTC's devices are just starting to receive updates to Android 4.4.2. With the commitment to two years of updates, the HTC One should have a little more than a year left under its belt. HTC considers major updates to be anything with a new nickname — Android 4.3 Jelly Bean to Android 4.4 KitKat, for example. So by that math, we should expect the One line to receive at least one more major software update (roughly around this time next year, we'd wager) before it becomes legacy.

As for the free storage, the HTC One Max will get 50 gigabytes of free storage in Google Drive for two years. The HTC One and One Mini will each get 25GB of storage, once they're updated to Sense 5.5. The Google Play edition of the HTC One does not receive this free storage, Google says, because its bootloader is unlockable.

Vice President of Customer Experience to Lead HTC Advantage

BELLEVUE, WA — February 18, 2013 — HTC America Inc., a leader of mobile innovation, is building upon years of product and design firsts by charting new territory to redefine the mobile experience with today’s launch of HTC Advantage™, an unparalleled initiative that gives HTC smartphone owners in the United States added benefits they need after investing in a new smartphone.

HTC Advantage marks an enhanced focus and commitment to customers who select the best and want to keep it that way, by delivering both hardware and software commitments for the HTC One family of smartphones – HTC One, HTC One mini and HTC One max. HTC Americas is working to solve the challenges of today’s mobile lifestyle featuring a free one-time cracked screen replacement within the first six months of ownership, a commitment to future software innovation, and content storage and backup solutions that consumers need in today’s digital world.

“We recognize that people spend good money to buy smartphones. Creating premium products that offer customers the best and latest has always been the HTC way, and now we’re carrying that commitment beyond the handset purchase to ensure customers remain satisfied beyond day one,” said Jason Mackenzie, president of HTC Americas. “In line with our history of firsts, we want to be the first to protect the investment customers make in our premium devices, and have created a new position of vice president of Customer Experience to oversee this commitment as well as the launch and evolution of HTC Advantage.”

Ed Kuhner, vice president, Customer Experience, HTC Americas said, “Keeping customers happy is something we believe a premium product maker should do, so we commit to continually listening to our customers and developing new, innovative solutions based on customer feedback and addressing their pain points over time – that’s the HTC Advantage.”

Free Cracked-Screen Replacement

Even with ongoing improvements in manufacturing, more durable construction, stronger scratch resistant screens, and the addition of protective cases, broken screens are an unfortunate and costly part of mobile phone ownership. Starting today, HTC Advantage is doing away with that frustration by giving U.S. customers who purchase any of the HTC One family of smartphones a free one-time screen replacement within the first six months of ownership.

HTC Americas Commitment to Android Updates

When a customer purchases a smartphone, they can’t always be certain they’ll receive future software enhancements or performance improvements. HTC Americas is rectifying the issue and aspires to lead the industry in Android update delivery for the HTC One smartphone, evident by the speedy delivery of the latest version of Android (KitKat 4.4.2) and HTC’s latest innovation in HTC Sense 5.5 across numerous carriers in North America. HTC was the first in the U.S. and Canada, outside of Google-owned companies and Google Play editions of devices, to begin delivering KitKat to its customers.

HTC Americas has also proactively committed to upgrade the HTC One mini and HTC One max to KitKat in the coming months, allowing consumers with the HTC One family of smartphones to receive continued support from HTC and the latest operating system (OS) innovation. HTC not only strives to deliver faster updates, but to provide full transparency to consumers on the process and status of each device update. In addition, HTC Americas is committing to support the HTC One family of smartphones in the United States with major Android OS upgrades for up to two years from the initial launch date of the phone.

Peace of Mind

Smartphones have become the one thing that consumers can’t leave their home without since it’s their communication hub, primary camera and vital access to entertainment. With the volume and variety of information and memories stored on smartphones, HTC One customers can have peace of mind that their content is accessible with 25GB – 50GB of free additional online storage*, along with the ease of transferring content from their computer to their phone, and back up and restore** options directly from HTC.

The HTC One

The HTC One smartphone launched to critical acclaim in 2013 receiving numerous awards for its innovations in design, imaging and audio experiences from the mobile industry, technology reviewers and consumer reporters. The family of smartphones expanded with the addition of the HTC One mini and HTC One max smartphones offering consumers more choice with pocket-friendly and super-sized options.

Availability

HTC Advantage launches today in the United States where it is available with new purchases of the HTC One family of products. For more information on HTC, the HTC One family of smartphones or HTC Advantage please visit www.htc.com/advantage.

About HTC

Founded in 1997, HTC Corp. (HTC) is the creator of many award-winning mobile devices and industry firsts. By putting people at the center of everything it does, HTC pushes the boundaries of design and technology to create innovative and personal experiences for consumers around the globe. HTC's portfolio includes smartphones and tablets powered by the HTC Sense® user experience. HTC is listed on the Taiwan Stock Exchange (TWSE: 2498). For more information, please visit www.htc.com. user experience.

* Additional online/cloud storage through Google Drive Google. Offer is for 2 years of storage from date of redemption; must redeem before 1/1/2016. Fees and/or other terms may apply after offer expires. See Google Drive support site for details (https://support.google.com/drive/answer/3333549?p=drive_offers_htc&rd=1). Google Drive app is not provided by or associated with HTC Corporation.

** Backup/restore services are provided through HTC Backup and requires signing up for HTC Account and third party storage account. HTC Backup does not back up some content, including paid apps, photos and music. See https://www.htcsense.com/legaldoc/#tac for HTC Account and HTC Backup service’s terms, content backup limitations and requirements.